Paid social

01 — Project details

Under my strategic guidance, ActBlue committed a significant percentage of its marketing budget to running paid social media ads during the 2024 election cycle, for the first time in the organization's history.

02- Strategy

We had never had a dedicated ad strategy, so we didn't have benchmarks or previous targeting to build from. And as a nonprofit, we were working with a lean budget.

Starting from scratch, I led the team from ideation to implementation to set up ads that would get the brand in front of as many potential or current Democratic donors as possible during a critical election year.